Guide Beauty, a collection of makeup tools and products that has reinvented the way consumers apply makeup, has named actress Selma Blair as creative director.
Blair will join Guide as a partner and take a leadership role in product and brand development. Combining forces with Guide founder Terri Bryant, Blair will help the brand accelerate its mission to expand inclusion in the world of beauty through thoughtful, universally designed products for all.
“We are proud to welcome Selma to the family,” said Bryant. “Her devotion to creative expression and advocacy for all people dovetails perfectly with Guide Beauty’s mission and practice of Universal Design: When we design with everyone in mind, we create the best products for everyone. From beginners to someone who has challenges with movement or strength and even the professional makeup artist on set, Guide products enhance the lives of makeup users everywhere.”
Terri Bryant’s story
In the prime of her career as a makeup artist and beauty educator, Bryant began noticing a stiff shoulder and loss of hand dexterity. The artistry of makeup that had been second nature was becoming a real struggle due to the inaccessibility of products that suited her needs. She was eventually diagnosed with Parkinson’s. Driven by knowledge and a lifelong love of makeup, she partnered with clean chemical and human factors designers to create a better, easier way and a new, more inclusive approach to the beauty industry with products designed to the
The $35 eyeshadow palette ranges from champagne gold and coppery pink to romantic dark greens. wider universe of makeup wearers.
“As a professional makeup artist, I felt a natural ability that most of my friends, family and clients didn’t share,” Bryant said. “When that ability changed due to the onset of Parkinson’s disease, it became so clear that my needs, like so many others, had not been considered in the design and development of the products I had always used, so I decided it was time to to create. to them.”
Blair, who was diagnosed with multiple sclerosis in 2018, shares a similar sentiment. While MS affects movement, balance and coordination, the guiding wand, she said, gave her more confidence in using pencil eyeliners. A task that felt more like a chore to her made her want to do her makeup with the Guide’s new tools.
“When I first held the guide wand, I immediately felt more confident than ever with a traditional pencil eyeliner and found myself looking forward to doing my own makeup for the first time in a long time,” said Blair. “Meeting Terri, we instantly bonded over our mutual love of makeup and her ability to transform a face and a day. I am thrilled to join her and Guide in creating and championing a more inclusive world of beauty.”
Today, Guide Beauty also introduces its new collection of makeup brushes that use its patented guide ring to stabilize the hand and make application smooth and easy, as well as its first-ever eyeshadow palette designed with Blair for display. beautiful and easy to use neutral colors. for every day or for a special moment on the red carpet.
In addition to the new releases, the debut Guide collection, which launched in early 2020 and revolutionized the inclusion of skills in beauty, includes Lash Wrap Mascara and Brow Moment Brow Gel, both with Guide Ring and the award-winning Guide Eyeliner Duo. The Eyeliner Duo has become the hero SKU among customers, influencers and the media, receiving Best of Beauty Breakthrough from Allure, Future of Beauty from ELLE, O, O-Ward from The Oprah Magazine and Best in Black Beauty by Essence, among other awards. The Guide Wand Eyeliner Applicator is famous for its unique, forward-thinking, ergonomic and universally designed shape combined with the Guide Line Cream Eyeliner to make it look like tight liner, eyeliner application floatation and even winged eyeliner are easy to apply.
All Guide Beauty formulas are cruelty-free, 100% vegan, and formulated without known toxins or harsh ingredients.
Blair, Bryant and the Guide Beauty team are currently developing additional universally designed makeup products to enhance the lives of makeup wearers and are committed to advocating for inclusive and empowering beauty for all.
Source: www.happi.com